A New Addition to the Morrisons Chuckle Eggs Range Will Benefit Farmers
Michael Hemsworth — October 12, 2024 — Eco
References: groceries.morrisons & grocerytrader
The Chuckle Eggs range is being expanded by Morrisons in the UK as part of the retailer's For Farmers initiative that will help to support egg farmers, while also contributing to more sustainable practices.
The white eggs have the same nutritional profile as brown eggs, but are laid by white hens that require less feed to produce the same number of eggs when compared to brown hens to reduce the overall carbon footprint. The initiative will also see the brand giving 6p back to farmers for every half dozen of the eggs sold and will be run at the brand's 423 locations.
Technical and Sustainability Director at Myton Food Group for Morrisons Sophie Throup spoke on the new addition to the Chuckle Eggs range saying, "Brown eggs have traditionally been sold in the UK and white eggs currently account for only 10 percent of sales. We know our customers are continuously looking for ways to shop more sustainably and although in terms of taste and size white and brown eggs are exactly the same, the lower carbon footprint benefits of using white hens means we are able to offer a more environmentally friendly egg. We have worked closely with our existing egg farmers to launch this full white pack and are committed to offering our customers sustainable options across our stores.”
The white eggs have the same nutritional profile as brown eggs, but are laid by white hens that require less feed to produce the same number of eggs when compared to brown hens to reduce the overall carbon footprint. The initiative will also see the brand giving 6p back to farmers for every half dozen of the eggs sold and will be run at the brand's 423 locations.
Technical and Sustainability Director at Myton Food Group for Morrisons Sophie Throup spoke on the new addition to the Chuckle Eggs range saying, "Brown eggs have traditionally been sold in the UK and white eggs currently account for only 10 percent of sales. We know our customers are continuously looking for ways to shop more sustainably and although in terms of taste and size white and brown eggs are exactly the same, the lower carbon footprint benefits of using white hens means we are able to offer a more environmentally friendly egg. We have worked closely with our existing egg farmers to launch this full white pack and are committed to offering our customers sustainable options across our stores.”
Trend Themes
1. Sustainable-first Products - Consumers increasingly prefer products with lower environmental impact, as seen in the growing demand for white eggs with fewer carbon emissions.
2. Farmer-benefit Initiatives - Retailers are developing programs that directly benefit farmers financially, ensuring a fairer distribution of profits within the supply chain.
3. Ethical Shopping Choices - There is a rising trend in consumers making purchase decisions based on ethical considerations, which includes supporting retailers that prioritize environmental sustainability and fair trade practices.
Industry Implications
1. Retail - The retail industry is increasingly adopting sustainability initiatives as a value proposition to attract eco-conscious consumers.
2. Agriculture - In the agriculture sector, there is a push towards more sustainable farming practices, including breeding choices that reduce resource consumption.
3. Food Production - Food production companies are innovating to create products that meet consumer demand for sustainability while also considering the welfare of producers and reduction of carbon footprints.
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